'Bright' letters
 

22 Jan. 2011

BRIGHT: SUCCESSFUL SECOND EDITION IN BERLIN

As announced earlier, Bright chiefs Thomas Martini and Marco Aslim, planned to attract more visitors with special guerilla actions during Berlin Fashion Week. Indeed, there were some ‘alive’ Bright letters spotted in the city to show the start of the fair one day after Bread & butter and Premium had kicked off. The result: a well-attended fairground at the former Stasi headquarters at Normannnenstrasse, after doors had opened Jan. 20.

As Marco Aslim confirms numbers of visitors were a little less compared to the summer debut last year, but quality remained on a high level and also more international visitors were attracted. The floors and booths were full all day. “Especially the second day was the best attended day for us,” Aslim said. “We are very satisfied with the second round. Traditionally, the winter editions are a little less attended because of the very strong Ispo in winter. But we think that we are very well positioned with our concept.”

In general, exhibitors were satisfied with the frequency at Bright. Daniel Luger, Iriedaily: “We are very content with the numbers and quality of visitors. From the first day, we have been very busy at our stand. A lot of visitors from Bread & butter also find their way to Bright.” Hans Burmeister of Cologne-based streetwear brand Forvert agrees: “We are happy to be able to acquire also new clients, we just got an order of a new client from Iceland.”

Almost 300 brands and collections from the areas of streetwear, skateboarding and sneakers presented their collections to international buyers from the core, the streetwear and also the fashion business. Next to old acquaintances and loyal fans, there are also new entries, like Zimtstern, RVCA, or Etnies, that, after a break, returned to the show.

Among new trends, there was another strongly discussed topic: pricing. Due to raised prices of sourcing in Asia and higher cotton prices among currency fluctuations, brands such as Iriedaily, Mazine, Carhartt, Forvert and many more have to seriously think about higher prices for their products up to 30%. Pricing is a very hot discussion between industry, sourcing and retail that will of course be a big issue for the rest of the year.

While on the first and second floor, the brands exhibited their collections, the ground floor was reserved for the skateboarders to show off their skills. The area was enlarged by two further skate floors which offered a lot of space through mini-ramps and a street area. The third floor remained as an area for exhibition and all kinds of arts, film projects, etc.

Although the winter edition is still running, the heads of Bright have announced already a new project for the summer edition that will take place July 7-9. As Aslim announced earlier, a new exhibition space at Bright should be launched. So-called “All tomorrows” is planned to give space for grown-up skateboarding brands with a long history in the market. More details for the new segment and the concept Aslim and his partner want to announce step by step during the next weeks.

We are definitely looking forward to the next Bright project...
Melanie Gropler

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